Characteristics Of Opinion Leaders Research Articles

An Agent-Based Model to Simulate the Diffusion of New Energy Vehicles

This paper demonstrates the use of an agent-based model (ABM) to study the mechanism of social influence in the diffusion of new energy vehicles. We introduce the “consumat” cognition model so that agents with different need satisfaction thresholds have different cognitive processes. In addition, supported by survey data, our study considers more characteristics of opinion leaders, such as innovative behavior, lower sensitivity to price influence, and a better ability to judge the product quality. Through the primary group and control group experiments, the simulations demonstrated that the opinion leaders play a significant role in the spread of information and the percentage of product adoption. The results indicate that targeting opinion leaders will be a valuable marketing strategy for new energy vehicles. It also provides some advice for assessing policies that promote sustainable behaviors.

Changes of Class Opinion Leaders under the Mode of Fujian-Taiwan Cooperation in Running Schools Based on the Perspective of IoT Intelligent Analysis

Based on the perspective of IoT intelligent analysis of the 2017 grade advertising class of Fujian-Taiwan cooperation School of Communication College of Fujian Normal University before and after going to Taiwan, this paper studies the impact of Fujian-Taiwan cooperation on the class network by comparing the advertising professional classes that do not accept the Fujian-Taiwan cooperation. From the overall network density of the class, the use of WeChat promotes the information flow of the whole network; Fujian-Taiwan cooperation in running schools significantly improves the class cohesion of Fujian-Taiwan classes; the cohesion of professional classes in the school-based department without the cooperation between Fujian and Taiwan has not been improved. From the perspective of centrality analysis and structural holes: the experimental group and the control group before going to Taiwan have the characteristics of partial female and class committee, and the excellent academic performance is not the necessary condition for the opinion leaders of convention number; the characteristics of the opinion leaders of the control group in the two periods before and after going to Taiwan have not changed a lot, with girls and class committee as the main characteristics; after going to Taiwan, the characteristics of opinion leaders in the experimental group changed greatly, with more boys, more excellent students, and less importance of class committee.

How Opinion Leaders Affect Others on Seeking Truth in a Bounded Confidence Model

Seeking truth is an important objective of agents in social groups. Opinion leaders in social groups may help or hinder the other agents on seeking the truth by symmetric nature. This paper studies the impact of opinion leaders by considering four characteristics of opinion leaders—reputation, stubbornness, appeal, and extremeness—on the truth-seeking behavior of agents based on a bounded confidence model. Simulations show that increasing the appeal of the leader whose opinion is opposite to the truth has a straightforward impact, i.e., it normally prevents the agents from finding the truth. On the other hand, it also makes the agents who start out close to the truth move away from the truth by increasing the group bound of confidence, if there is an opinion leader opposite to the truth. The results demonstrate that the opinion of the leader is important in affecting the normal agents to reach the truth. Furthermore, for some cases, small variations of the parameters defining the agents’ characteristics can lead to large scale changes in the social group.

短视频中意见领袖特征对消费者信任和参与度的影响

短视频中意见领袖特征对消费者信任和参与度的影响

Organizational opinion leader charisma, rolemodeling, and relationships

PurposeThis cross-disciplinary, empirical study aims to examine the phenomenon of organizational opinion leadership. Extant research concerning social capital and both referent and expert power suggests that informal opinion leaders within an organizational setting have the ability to influence their co-workers. This study focuses on the transformational leadership characteristics of idealized influence-attributed (charisma) and -behavior (role modeling). The social exchange aspects of the opinion leader–seeker relationship process are examined through an application of dyadic concepts found within leader–member exchange (LMX) theory. This study examines potential outcomes of opinion leader influence, specifically, opinion-seeker perceived organizational support (POS), affective commitment and normative commitment.Design/methodology/approachThis study examines the dynamics of organizational opinion leader (OOL)–organizational opinion seeker (OOS) relationship to determine whether OOLs influence OOSs through role modeling and charisma, captured through the idealized influence aspect of transformational leadership. The OOL–OOS relationship is examined through the lens of LMX, commonly used to examine supervisor–subordinate exchange relationships. This study also examines whether OOLs’ idealized influence and OOL–OOS exchange relationships are related to OOSs’ perceived organizational support (POS) and both affective and normative commitment, and whether POS mediates their influence. Hypotheses are offered and survey data collected from a heterogeneous sample of 646 individuals is examined using structural equation modeling.FindingsThe results suggest that idealized influence consistently positively influences the outcomes. LMX-affect, -loyalty and -professional respect influence OOS perceptions of POS. Idealized influence and POS influence OOS affective and normative commitment. LMX-affect influences OOS affective and normative commitment, while LMX-loyalty influences normative commitment. LMX-professional respect slightly influenced OOS affective commitment negatively, suggesting that respect does not engender positive feelings and had no influence on normative commitment.Research limitations/implicationsThis interdisciplinary study integrates concepts found within marketing, political science and organizational literature works to shed new light on the informal influence organizational members have on one another, which furthers our understanding of both shared leadership and opinion leadership. This research provides another frame for the concept of shared leadership, suggesting that OOL influence occurs horizontally and vertically within organizations. The overall findings suggest that both the characteristics of opinion leaders and the quality of OOL–OOS relationships matter.Practical implicationsThis research highlights the importance of recognizing and enabling organizational members whose opinions are sought by their peers. Organizational opinion leadership exists within organization and influences organizational members’ attitudes and perceptions. Therefore, it is a necessity that organizations understand the phenomenon and guide it, much as organizational culture is guided, so that it produces positive organizational outcomes.Originality/valueVery little research exists concerning organizational opinion leadership. This study breaks new ground by developing theory, applying accepted constructs to the phenomenon and empirically testing the impact of opinion leadership.

Opinion leaders for increasing the market for non-life insurance products in India

An analysis of the non-life insurance industry in India showed that the insurance penetration and density were low. Results of this study showed low awareness and low level of purchase for a number of non-life insurance products. Review of literature on insurance indicated the need for creation of awareness for the concept of insurance among the masses, for an increase in the market for non-life insurance products. Awareness of the concept of insurance and its benefits can enable bringing about a favourable attitudinal change towards the purchase of insurance products. Opinion leaders were employed by marketers in the past to diffuse various ideas and commercial products. This study focuses on identifying opinion leaders for non-life insurance products who would act as channels to spread the concept of insurance among the masses. Results of the study indicate the demographic characteristics of opinion leaders for non-life insurance products and their attitude towards risk and fatalism.

Between a Rock and a Cell Phone

Many observers heralded the use of social media during recent political uprisings in the Middle East, even dubbing Iran’s post-election protests a “Twitter Revolution”. The authors seek to put into perspective the use of social media in Egypt during the mass political demonstrations in 2011. We draw on innovation diffusion theory to argue that these media could have had an impact beyond their low adoption rates due to other factors related to the essential role played by social networks in diffusion and the demographics of Internet and social media adoption in Egypt, Tunisia and (to a lesser extent) Iran. To illustrate the argument the authors draw on technology adoption, information use, discussion networks and demographics. They supplement the social media data analysis with survey data collected in June 2011 from an opportunity sample of Egyptian youth. The authors conclude that in addition to the contextual factors noted above, the individuals within Egypt who used Twitter during the uprising have the characteristics of opinion leaders, that is, a group of early adopters with influence throughout their social circles and beyond. These findings contribute to knowledge regarding the use and impact of social media during violent political demonstrations and their aftermath.

An essential guide to audience development

PurposeThe purpose of this paper is to examine the characteristics and usefulness of opinion leaders and market mavens in relation to theatre guides as a way for theatres to develop new audiences.Design/methodology/approachSurveys and a small number of in‐depth interviews are conducted within a sample of 1,200 theatre patrons. A univariate analysis of variance analysis determines degrees of correspondence between levels of opinion leadership or mavenism and reported influential behaviour.FindingsOpinion leaders are much more useful in the process of audience development than mavens given their propensity to engage in positive reinforcement behaviours particularly in their roles as theatre guides.Research limitations/implicationsWhile the level of mavenism is related to provision of general market information, it is not related to diffusion of performance‐specific information. Also, the portrayal of opinion leaders as living in a “closed world” unlikely to be an effective cultural influence on non‐attendees, is not supported. A further limitation is that it could not gauge the effectiveness of the self‐reported influential behaviour of non‐attendees. Further research should measure the effectiveness of opinion leaders based on how many of the non‐attendees they influenced came to the theatre.Practical implicationsTheatres should identify opinion leaders and encourage their natural “guide” behaviour with targeted incentives and information as a method of building new audiences and developing new relationships.Originality/valueThis paper will help theatres to use their resources more effectively to increase audience attendance. Further, the identification and establishment of theatre guides based on the characteristics of opinion leaders is within the capability of all arts organizations.

Characteristics of Opinion Leaders in Substance Abuse Treatment Agencies

Objective. This study was part of a larger effort to test the effectiveness of technology transfer approaches related to evidence‐based treatment of co‐occurring substance abuse and mental health disorders. Specifically, this study examined characteristics of “opinion leaders” as technology transfer agents. Method. A network analysis was conducted within four large substance abuse treatment agencies to identify individuals that other counselors sought out for consultation on co‐occurring issues. The identified opinion leaders were then compared with other counselors on demographic variables, education and experience, and attitudes and knowledge about working with individuals with co‐occurring disorders. Results. The analyses demonstrate that opinion leaders differed from other counselors in competency‐related characteristics including more postgraduate education, relevant professional credentials, and years of experience in mental health treatment. They also had greater knowledge of the dynamics and treatment of co‐occurring disorders as well as a greater willingness and confidence in working with such clients. Conclusion. These results suggest that opinion leaders are used within agencies for information and consultation regarding treatment issues. Therefore, opinion leaders may provide an important vehicle for dissemination and adoption of evidence‐based treatment practices in community treatment settings.

Getting “plugged in”: A network analysis of health‐information seeking among “stay‐at‐home moms”

This report focuses on health‐oriented conversations evident in informal, interpersonal networks. This study was an investigation of the network structure, the nature of relationships, the contents of interactions, and the impact of support manifested in a “stay‐at‐home “ mothers’ toddlers’ playgroup. Diffusion of innovations theory (Rogers, 1983) sewed as the theoretical and organizational lens. Members’ roles, as well as characteristics of opinion leaders, were identified via sociograms and enriched with anecdotal evidence from personal interviews and participant observation. Ideas regarding how institutions can utilize this information and these networks are offered.

The limits of leadership: opinion leaders in general practice.

To explore the importance and characteristics of opinion leaders in general practice, particularly in relationship to the use of laboratory tests. Focus group discussions and a mailed survey. Five focus groups (n = 29 participants) in four different municipalities and a random sample of 85 general practitioners (GPs) in Norway. While Norwegian GPs recognised colleagues who were influential in determining how they practised, they found it difficult to identify opinion leaders specifically with respect to the use of laboratory tests. Opinion leaders were thought to be less important in influencing the use of laboratory tests than continuing medical education activities and practice guidelines, but more important than industry, patients or personal financial interests. Norwegian GPs recognised and characterised opinion leaders in much the same way as physicians in the USA. Influential colleagues were characterised as being good conveyers of information and willing to take time, as well as being up-to-date and having a high level of clinical expertise. GPs expressed a negative attitude towards 'superspecialists' who give advice without knowing the epidemiology of general practice, people who are arrogant and people who do not show respect towards GPs. The potential to identify and use opinion leaders to improve the use of laboratory tests by GPs in Norway appears to be limited.

Doctors and change.

The introduction of clinical care pathways into one acute hospital trust provided the opportunity to investigate reasons why doctors behave the way they do, and to identify receptive and non-receptive factors for change. A multi-method research strategy was used to obtain primary data, both quantitative and qualitative material, namely responses to a questionnaire and interviews. The questionnaire was distributed to 70 consultants from a variety of medical and surgical specialties, and 42 questionnaires were returned (60 per cent response rate). Reports some of the findings and shows that consultant behaviour and the factors that influence that behaviour are affected by their own characteristics, specifically age and specialty, although all specialties agreed that non-financial incentives would influence their behaviour. Characteristics of opinion leaders were also found to be specialty-specific in their degree of influence. Concludes that the multi-method research approach was effective in identifying factors which influence consultant behaviour, and further studies should be carried out in this area.

Hypothesis Tests on the Characteristics of Opinion Leaders: An Application to Travel

Hypotheses were tested to examine the relationships between travel opinion leadership and information-seeking, media habits, and trip behavior. Travel opinion leaders actively sought travel advice from other people, read more travel magazines than non-leaders, and were more likely to rely on organization-based information channels than mass media. They had more memberships in social organizations and shared travel information more with other people than non-leaders did. They tended to make more frequent and longer trips than their counterparts. Due to their high communicatory utility, travel opinion leaders are conceived as primary target markets for less-known travel destinations.

Variation in the Characteristics of Opinion Leaders Across Cultural Borders

This paper reports the results of an invesigation into the characteristics of opinion leaders in eight different cultures; four Western and four Eastern. A self-report opinion leadership scale was first developed and then administered to an undergraduate quota sample in each culture. Thirteen hypothesized characteristics of opinion leaders were collected from respondents and factor analysis revealed four underlying dimensions. Differences between opinion leaders and non-opinion leaders, ith regard to these four factors, were investigated over the eight cultures. Two of the factors, expertise and sociability differed for all cultures tested, maturity showed a significant difference in three Eastern cultures, and wealth varied only in Indonesia.

Characteristics of the Opinion Leader: A New Dimension

Abstract This study empirically examined the role of a personality trait, public individuation, in furthering our understanding of opinion leadership. Relevance of this new psychological dimension, and past findings on characteristics of opinion leaders are discussed. Discriminant analysis revealed that, in addition to personal involvement and product familiarity, public individuation was the only other variable which was important in distinguishing opinion leaders from non-leaders. Risk preference, open-mindedness, and mass media exposure, though correlated with opinion leadership, were not found to be important predictors of opinion leadership. Implications for advertisers are discussed.

The role of the pharmacist and pharmacy assistant as opinion leaders in the decision to purchase health and beauty aid products

The authors investigate opinion leadership at the retail pharmacy level with regard to the purchase of health and beauty aid products. The characteristics of opinion leaders are identified and both pharmacists and pharmacy assistants are assessed in terms of these characteristics. The proposition that both the pharmacist and the pharmacy assistant qualify as opinion leaders is confirmed using a sample of 251 white, female consumers of health and beauty aid products. The implications of this finding for both pharmacy retailers and the manufacturers/marketers of health and beauty aid products are discussed.